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消费体验情境下口碑营销研究综述

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摘要 随着互联网和通讯技术的迅猛发展,面对海量和嘈杂的信息,消费者不再那么相信企业的广告,对企业产生了信任危机。在这种情况下,口碑已经成为人们在做出购买决策时使用频率最高的信息资源(Gremler,2002),由于在影响消费者态度和行为中所起的重要作用,学者们开始重视对口碑传播的研究,得出十分丰富而重要的结论。
作者 于鑫伟 刘军
出处 《现代商贸工业》 2009年第22期106-107,共2页 Modern Business Trade Industry
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